QWEEN, India’s first self-discovery, 100% natural experiential luxury jewellery brand, has outlined the strategic roles of Rosy Blue and Kashikey in its product proposition.
Beyond their roles as investors, Rosy Blue and Kashikey serve as QWEEN’s core supply-chain and craftsmanship partners, respectively. The collaboration brings together traceable access to natural diamonds and nearly a century of Japanese jewellery-making expertise.
Traceability from Mine to Marvel
As QWEEN’s single strategic supply-chain partner, Rosy Blue brings more than six decades of diamond expertise and sourcing capabilities to the brand.
The partnership supports QWEEN’s Mine to Marvel™ initiative, which enables consumers to trace their diamonds back to their mine of origin.
QWEEN says only 0.03% of the world’s diamonds entering its selection process meet its standards. Every diamond selected by the brand is 100% natural and cut to the Hearts & Arrows standard. Consumers can also view the precision of the cuts through specialised viewers at QWEEN stores.
“At Rosy Blue, we believe that trust must be established across the entire value chain. Our partnership with QWEEN brings together exceptional natural diamonds, greater traceability and consistent product standards, giving consumers greater visibility into the journey of their diamond and a clearer understanding of what makes it exceptional,” said Ms. Manali Jayant Parekh, Director, Rosy Blue.
Nearly a Century of Japanese Craftsmanship
While provenance forms one part of QWEEN’s proposition, craftsmanship plays an equally important role.
QWEEN’s strategic craftsmanship partner, Japanese luxury jewellery house Kashikey, brings nearly a century of jewellery-making expertise to the brand. Founded in 1928, Kashikey’s expertise informs the construction, setting and finishing of QWEEN jewellery.
According to QWEEN, each jewel passes through 131 pairs of masterful hands, covering processes from planning, cutting and polishing to setting and quality checks. Each pair of hands represents specialised expertise developed over a decade or more.
Precision in Every Detail
The craftsmanship extends to the smallest construction details, including QWEEN’s four-prong setting. The design leaves more of the diamond visible than a conventional six-prong setting while maintaining a secure hold.
“For nearly a century, Kashikey has pursued beauty through precision, balance and attention to detail. Our partnership with QWEEN brings this approach to jewellery created for the modern Indian woman, where every element, from the setting to the finish, is considered to enhance the beauty of the diamond while preserving the integrity of the piece,” said Mr. Hisao Kato, Chairman, Kashikey Co. Ltd.
Building Trust Through the Value Chain
For QWEEN, the partnerships are positioned as an integral part of the product rather than simply investment relationships.
“For us, these partnerships go well beyond investment. Rosy Blue, as our single strategic supply-chain partner, gives us the ability to build traceability, consistency and rigorous selection standards into every QWEEN diamond, while Kashikey brings decades of craftsmanship and precision to how we turn those diamonds into jewellery. We wanted all of that to be part of the product itself, so women can see and understand what makes a QWEEN piece different,” said Amit Kumar, Co-founder and CEO, QWEEN.
By combining diamond provenance with specialised craftsmanship, QWEEN aims to create a jewellery experience where consumers can understand the journey of a piece, from the origin and selection of the diamond to its cutting, setting and finishing.
With Rosy Blue as its single strategic supply-chain partner and Kashikey as its strategic craftsmanship partner, QWEEN is positioning traceability, precision and craftsmanship at the centre of its luxury jewellery proposition.
